Tiffany & Co. has unveiled the film for its new brand campaign, "LOSE YOURSELF IN LOVE," featuring Beyoncé, the ultimate symbol of the modern woman.



Beyoncé for the Tiffany & Co. fall 2022 LOSE YOURSELF IN LOVE campaign video, directed by Mark Romanek.

Directed by Grammy Award-winning director Mark Romanek, the campaign film is an upbeat visual that celebrates individuality, joy, and the importance of self-expression. Inspired by the heyday of New York City's legendary Studio 54 nightclub, the film features Beyoncé's latest hit, "Summer Renaissance." Sampling disco queen Donna Summer's 1977 hit "I Feel Love," the track serves as a fitting finale to Beyoncé's latest album, "Renaissance," which has already garnered worldwide acclaim. Throughout the campaign, Beyoncé is revealed in all her glory, embodying the ultimate female icon and the idea that true love is strengthened by self-love.

Shot on a rare 65mm camera, the film places Beyoncé at the center of footage evoking the vintage Manhattan and escapist atmosphere of 1970s club culture, with a modern twist. The film features choreography by Emmy Award-nominated artist Fatima Robinson, and a 90-person cast creates a euphoric energy throughout the film.

Styling is by Marni Senofonte and Patti Wilson. Beyoncé exudes confidence and radiance in custom jewelry created specifically for the campaign, as well as pieces from Tiffany's iconic jewelry collections. Her dancers also style her with stunning Tiffany jewelry, exuding unabashed confidence. Beyoncé wears a platinum engagement ring in the Tiffany® Setting featuring over 10 carats of Internally Flawless round brilliant-cut diamonds, as well as jewelry by Tiffany's legendary designer, Jean Schlumberger. The campaign also features a custom-made Tiffany Hardwear necklace created especially for the campaign.

The "LOSE YOURSELF IN LOVE" campaign reflects Tiffany's ongoing support of underrepresented communities. Tiffany's newly launched social impact platform, Tiffany Atrium, includes an ongoing collaboration with The Carters through the Tiffany & Co. About Love Scholarship program, a partnership with BeyGOOD and the Shawn Carter Foundation. In 2021, Tiffany committed to providing US$2 million in scholarships through 2024 to artistic and creative students at Historically Black Colleges and Universities (HBCUs). Currently, more than 60 students attending five universities have received these scholarships: Lincoln University in Pennsylvania, Norfolk State University in Virginia, Bennett College in North Carolina, the University of Arkansas at Pine Bluff, and Central State University in Ohio.

The "LOSE YOURSELF IN LOVE" campaign was launched globally in September. The campaign film will be released on the Tiffany & Co. official website and in various media outlets. In addition, media-based activations will be held around the world, including an experiential installation in front of the Pompidou Center during Nuit Blanche (White Nights Festival), which begins in Paris on October 1st.

https://youtu.be/KAe4H5LcjpE

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